When men see female imagery they become impatient and focus on the short-term. So, the best results are found when offering instant gratification, like a new car you can drive away in right now. Long-term benefits like life insurance don't work well with this method, says Dooley.

In this case, there's a giant "Play Now" button right next to the imagery, and the male user has been perfectly primed to make the purchase. It also helps that the vampire's chest is right next to, and points directly at, that button.

The female image has encouraged him to become short-term oriented, and he wants gratification fast. And there it is — a big, bright red button that promises the reward.